Pittsburgh Riverhounds
A digital strategy to increase ticket sales
Introduction
The Pittsburgh Riverhound’s are a professional soccer club that plays in the USL Championship, the second tier of American soccer, just below Major League Soccer (MLS). Founded in 1999, the Riverhound’s have established themselves as an important part of Pittsburgh's sports landscape, providing fans with high-level soccer in the heart of the city. The team plays at Highmark Stadium, a picturesque venue on the banks of the Monongahela River that overlooks the downtown skyline, providing a visual experience unlike any other in the league.
PROBLEM
Despite this strong foundation, there is still untapped potential. While Pittsburgh is a passionate sports city, many casual soccer fans and families within 50 miles have yet to see a Riverhounds game live. With low ticket prices, a family-friendly atmosphere, and a growing national interest in soccer, the Riverhounds are poised for growth — but they'll need a modern digital strategy to convert potential fans into ticket buyers.
Who We’re Targeting
To effectively increase ticket sales, the Riverhounds must first understand who they are trying to reach. The most promising audiences are those who are already prepared for live entertainment, particularly sports. This strategy focuses on three key groups within a 50-mile radius of Pittsburgh:
Soccer fans aged 18 to 45 who follow Major League Soccer (MLS), international leagues, or play recreationally are already enthusiastic about the sport and are more likely to attend a live match
Families looking for affordable and engaging weekend activities — Riverhounds games are an accessible, family-friendly alternative to the city's more expensive professional sports
College students and young professionals looking for social experiences downtown are active on platforms such as Instagram and TikTok, and they respond well to peer-generated content and limited-time offers
Pew Research Center (2023) reports that mobile-first digital content, short-form videos, and personalized advertising have a significant impact on Gen Z and Millennial audiences. These demographics are not only constantly online, but they are also willing to pay for local experiences when properly targeted. Reaching them entails providing relevant, visually appealing content on the platforms they trust the most.
Pittsburgh Riverhounds Stadium (Highmark) with beautiful view of the city in the background
Strategic Content Marketing
Create blog posts and landing pages using localized keywords, such as:
"Things to do in Pittsburgh this weekend"
"Family-friendly soccer games in Pittsburgh"
"Riverhounds game day schedule"
Paid social media campaigns
Focus platforms: Instagram, Facebook, TikTok Tactics:
Target ads to users interested in MLS, soccer, and sports events
Geo-targeting: 50-mile radius of Pittsburgh
Promote $5 off tickets for new fans who click from the ad
Use short videos highlighting game-day atmosphere and skyline views
Fan Generated content
Create a seasonal hashtag campaign (e.g., #HoundsHomeGame).
Provide free merchandise or upgraded seats for top user content.
Repost fan photos on the official Riverhounds social pages.
Email & sms targeting
Collect emails using on-site QR codes and social giveaways.
Send out game reminders, exclusive discounts, and content like "Meet the Players"
Use SMS for last-minute ticket offers and flash sales.
Local Partnerships
Collaborate with local restaurants and breweries on promotions (e.g., "Buy a pint, get $5 off Riverhounds tickets").
Encourage cross-promotion by featuring these businesses in your blog content and social posts.
Example: Collaborate with Pittsburgh breweries such as Dancing Gnome and Hitchhiker Brewing to host "Hounds & Hops" nights.
Why Digital Tactics drive ticket sales
Digital marketing tactics, particularly personalized advertising, local SEO, and mobile-first content, are effective because they align with how today's audiences discover and interact with events. According to a Think with Google report, 76% of people who search for something nearby on their smartphones visit a related business within a day, with 28% making a purchase. This demonstrates the effectiveness of geo-targeted search and social media advertising when users are actively looking for something to do. Capitalizing on these micro-moments is critical for a team like the Pittsburgh Riverhounds, whose games are both entertaining and convenient for fans. Using platforms like Google, Instagram, and TikTok to meet users at the right time—when they're looking for weekend activities or local sports events— can significantly increase ticket conversions.
more useful links to support marketing to gen z
Conclusion
The Pittsburgh Riverhounds have all the makings of a successful sports franchise: a dedicated team, a picturesque stadium, and a community eager for new experiences. What is required now is a strategic digital push to connect with untapped fans and increase ticket sales. The Riverhounds can engage target audiences online by utilizing localized SEO, paid social media campaigns, fan-generated content, and strategic partnerships.
These strategies aren't just about selling tickets; they're about fostering long-term loyalty, increasing brand visibility, and creating a matchday culture that keeps fans returning. With the right digital strategy, the Riverhounds can convert casual viewers into lifelong fans, filling the stands and establishing themselves as a staple of Pittsburgh's sports community.
Works Cited:
Pittsburgh Riverhounds. (n.d.). Home. https://www.riverhounds.com/
Pew Research Center. (2024, January 11). Digital news fact sheet. https://www.pewresearch.org/journalism/fact-sheet/digital-news/
Think with Google. (n.d.). Consumer insights. https://business.google.com/us/think/consumer-insights/
WebFX. (n.d.). Digital marketing strategies: The ultimate guide to digital marketing. https://www.webfx.com/digital-marketing/learn/digital-marketing-strategies/
Pramudita, P. D. (2023). Digital marketing strategy in increasing sales volume through social media. Proceedings of the International Conference on Education, Society, and Humanity (ICoESH), 1(1), 180–190. https://ejournal.unuja.ac.id/index.php/icesh/article/viewFile/7957/2947